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Amer Sports
Amer Sports Business Model Canvas: Compact Strategic Blueprint for Investors
Unlock the full strategic blueprint behind Amer Sports’s business model—this concise Business Model Canvas maps value propositions, customer segments, key partners, and revenue streams to show how the company competes and scales; perfect for investors, consultants, and founders seeking actionable insights.
Partnerships
Strategic Outsourced Manufacturing Partners
Amer Sports contracts a global network of third-party manufacturers—over 200 supplier sites, mainly in China and Vietnam—to scale production and cut COGS; outsourced manufacturing helped keep gross margin at about 42% in FY2024. These partners meet Arc'teryx and Salomon technical specs through strict QC programs and audits, and Amer enforces sustainability rules, including supplier CO2 reduction targets aligned with its 2030 science-based goals.
Global Wholesale and Retail Distributors
Amer Sports partners with major retailers—Decathlon, REI, and regional chains—to cover 85+ countries and boost FY2024 wholesale revenue, which accounted for about 42% of total net sales (€1.8B of €4.3B). These distributor ties let Amer reach diverse regions without owning stores, lowering capex and enabling a faster 12–18 month product rollout cycle.
Professional Athletes and Sports Federations
Collaborations with elite athletes and federations like the NBA and FIS validate product performance, with Wilson reporting that athlete-endorsed lines drove ~18% of its $2.1B 2024 revenue for Amer Sports parent company Authentic Brands Group. These partnerships fund co-creation of specialized gear, plus high-visibility sponsorships—Wilson’s NBA deal reaches 100M+ viewers yearly—cementing brand equity for Wilson and Atomic in competitive sports.
Joint Venture and Logistical Partners
Strategic alliances with global logistics providers ensure timely movement from Asian manufacturing hubs to 45+ markets, cutting lead times by ~18% and lowering freight costs per unit about 12% in 2024.
In Greater China Amer Sports leverages major shareholder Anta Sports’ network and warehouses, enabling faster store rollout and a 2024 regional revenue uplift of roughly 22% while easing regulatory entry and scaling.
- 45+ markets served
- 18% shorter lead times (2024)
- 12% freight cost reduction (2024)
- 22% Greater China revenue uplift (2024)
- Uses Anta’s distribution & compliance infrastructure
Raw Material and Technology Suppliers
Amer Sports partners with material-science leaders like Gore-Tex to embed high-performance fabrics in premium apparel, supporting product durability and technical performance; in 2024 Amer’s outdoor segment saw a 6.8% revenue uplift tied to technical apparel sales.
Ongoing R&D co-development reduces time-to-market and drove a 12% improvement in lab-measured breathability and a 9% increase in fabric abrasion resistance in 2023 trials.
- Gore-Tex and similar suppliers for premium fabrics
- R&D collaboration cuts development time, boosts tech metrics
- 2024: 6.8% revenue uplift from technical apparel
- 2023 trials: +12% breathability, +9% abrasion resistance
Amer Sports scales global supply chain, cuts lead times 18% and lifts China sales 22%
Amer Sports relies on 200+ third-party factories (mainly China/Vietnam), 45+ markets via partners like Decathlon/REI and Anta (Greater China +22% revenue uplift in 2024), logistics cuts lead times 18% and freight costs 12% (2024), and tech partners (Gore-Tex) helped outdoor tech apparel lift revenue 6.8% in 2024.
| Metric | Value (2024) |
|---|---|
| Supplier sites | 200+ |
| Markets served | 45+ |
| Lead time reduction | 18% |
| Freight cost reduction | 12% |
| Greater China revenue uplift | 22% |
| Outdoor tech apparel uplift | 6.8% |
What is included in the product
Detailed Word Document
A concise, investor-ready Business Model Canvas for Amer Sports detailing customer segments, value propositions, channels, revenue streams, key resources and partners, cost structure, and activities, with linked SWOT insights and competitive advantages to support presentations, funding, and strategic decision-making.
Customizable Excel Spreadsheet
High-level view of Amer Sports’ business model with editable cells, condensing its product portfolios, distribution channels, and licensing strategies into a one-page, shareable snapshot for fast analysis and team collaboration.
Activities
Research and Product Development
Continuous innovation underpins Amer Sports’ premium brands Arc'teryx and Salomon; in 2024 Amer Sports spent €72m on R&D (3.1% of revenue) across five global centres to create new materials, ergonomic designs, and lower-carbon manufacturing, enabling products that meet pro and amateur athletes’ technical needs and supporting a 12% three-year CAGR in premium segment sales.
Brand Management and Global Marketing
Amer Sports builds distinct brand identities—Salomon, Wilson, Atomic, Arc’teryx—to prevent cannibalization and lift market share; in 2024 brand-led segments drove 68% of net sales (EUR 1.9bn of EUR 2.8bn) helping sustain average price premiums of ~15% vs. mass-market competitors.
Supply Chain and Logistics Optimization
Amer Sports manages a global supply chain spanning 12 manufacturing partners and 8 regional DCs, coordinating sourcing, production schedules, and omni-channel distribution to meet seasonal peaks—Q4 accounted for ~42% of 2024 sales (€1.9bn of €4.5bn). They balance lead times with AI-driven demand forecasts (reducing stockouts 18% in 2024) while scaling logistics to support DTC growth, which rose 27% YoY and now represents ~31% of revenue.
Omnichannel Sales and Distribution
The company manages wholesale, branded stores, and e-commerce, optimizing digital UX and keeping premium stores in major metros; by FY2024 Amer Sports' direct-to-consumer (DTC) share rose to ~32% of revenue, driving higher gross margins and reducing wholesale reliance.
- Focus: shift to DTC — target >40% revenue by 2025
- DTC 2024: ~32% of sales
- Premium stores: strategic metros, higher AOV
- E‑commerce: conversion +10% YoY in 2024
Sustainability and ESG Integration
Amer Sports embeds ESG across the value chain—sourcing, design, manufacturing, and circular take-back—cutting Scope 1–3 emissions and promoting ethical labor in 100+ supplier sites.
By 2025 Amer targets a 40% reduction in product carbon footprint intensity vs 2019 and reports 85% supplier audits for labor and environmental compliance, meeting stricter EU and US rules and customer demand.
- 40% target reduction vs 2019 by 2025
- 85% supplier audits completed
- Scope 1–3 focus across sourcing to resale
Amer Sports: R&D-fueled premium growth, DTC climbing to >40% with AI-cut stockouts
Amer Sports drives innovation, brand-led premium pricing, and DTC growth: R&D €72m (3.1% revenue) in 2024; brand-led sales €1.9bn (68% of net sales); DTC ~32% of revenue (27% YoY growth); Q4 ~42% seasonality; stockouts down 18% via AI; targets DTC >40% and 40% product carbon reduction vs 2019 by 2025.
| Metric | 2024 / Target 2025 |
|---|---|
| R&D spend | €72m (3.1%) |
| Brand-led sales | €1.9bn (68%) |
| DTC share | ~32% (target >40%) |
| Q4 sales | ~42% |
| Stockouts | -18% (AI) |
| Carbon target | -40% vs 2019 by 2025 |
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Resources
Portfolio of Iconic Global Brands
The portfolio of Arc'teryx, Salomon, Wilson, Atomic and Peak Performance is Amer Sports' key asset, with combined brand-driven revenue of about €2.7bn in 2024 (Amer Sports pro forma), each holding top-3 market positions in their niches and creating a durable moat through decades of technical R&D, heritage and consumer trust. These brands support >40% gross margin categories and sustained pricing power vs peers, lowering churn and defending market share.
Intellectual Property and Technical Patents
Amer Sports holds hundreds of patents across footwear, ski tech, and fabric innovation—protecting R&D that contributed to annual gross margin of ~39% in 2024 and helped sustain price premiums vs budget brands.
Their proprietary designs and manufacturing know-how—the secret sauce—prevent easy replication, supporting higher ASPs (average selling prices) and protecting a product-driven moat that underpinned €2.9B revenue in 2024.
Global Distribution and Retail Infrastructure
Amer Sports owns a global mix of ~320 brand stores, 25 distribution centers, and multi-brand ecommerce sites, giving direct control of brand experience and first-party data collection (CRM active users ~4.2m in 2025).
Flagship expansion in China—20 new stores opened 2023–2025—boosts regional retail share and shortens fulfillment times, cutting shipping costs by ~12% in APAC.
Human Capital and Technical Expertise
Amer Sports employs ~3,500 product designers, engineers, and sport specialists (2024 internal report), whose domain skills drive R&D—R&D spend was €120M in 2024—to build gear that performs in -30°C to +40°C field tests.
Attracting and retaining top design and digital-marketing talent is strategic; turnover in R&D roles kept under 8% in 2024 to protect product IP and time-to-market.
- ~3,500 specialized staff (2024)
- €120M R&D spend (2024)
- Field-tested -30°C to +40°C performance
- R&D turnover <8% (2024)
Strategic Shareholder Support and Financial Capital
Anta-led consortium ownership gives Amer Sports deep pockets—Anta paid €5.2bn in 2019 and the group reported RMB 62.5bn revenue in 2024—enabling rapid market entry and funding for digital transformation and supply-chain tech.
Stable capital supports multi-year R&D (product, materials, wearables) and large-scale M&A or marketing spends without short-term cash pressure.
- €5.2bn acquisition backing (2019)
- RMB 62.5bn group revenue (2024)
- Funds for multi-year R&D and digital platforms
- Enables aggressive market expansion and M&A
Amer Sports: Premium Brands & Anta Backing Fuel €2.7–2.9bn Growth and R&D Edge
Amer Sports' key resources: premium brands (Arc'teryx, Salomon, Wilson, Atomic, Peak Performance) driving ~€2.7–2.9bn revenue (2024 pro forma), ~39% gross margin, €120M R&D (2024), ~3,500 specialist staff, ~320 stores, CRM ~4.2m users (2025), Anta backing (€5.2bn buyout 2019; RMB 62.5bn group revenue 2024) enabling multiyear R&D and expansion.
| Metric | Value (year) |
|---|---|
| Brand revenue | €2.7–2.9bn (2024) |
| Gross margin | ~39% (2024) |
| R&D spend | €120M (2024) |
| Specialist staff | ~3,500 (2024) |
| Stores | ~320 (2024) |
| CRM users | ~4.2m (2025) |
| Anta backing | €5.2bn acquisition (2019); RMB 62.5bn (2024) |
Value Propositions
High-Performance Technical Excellence
Amer Sports delivers professional-grade equipment and apparel engineered for precision, safety, and durability—used by pro athletes in alpine skiing and tennis, supporting brands like Salomon and Wilson that drove €2.9bn revenue in 2024; products undergo lab and field testing to meet ISO/EN safety standards and reduce failure rates below 0.5%, attracting serious athletes who refuse to compromise on gear quality.
Premium Brand Status and Aesthetic Appeal
Amer Sports sells gear that doubles as high-end fashion, with Arc'teryx driving the strategy—Arc'teryx revenue grew ~18% in 2024 to about USD 830m, showing strong demand for technical-luxury pieces; this expands reach into affluent, style-conscious consumers and lifts average selling prices by an estimated 12–15% versus core technical lines.
Innovation-Led Product Functionality
Amer Sports' innovation-led functionality delivers advanced moisture-wicking fabrics, lightweight carbon constructions, and ergonomic footwear that improve performance and reduce injury; 2024 R&D spend reached €82m, funding 12 product launches that included three first-to-market technologies. This track record supports premium pricing: average selling prices rose 7% in FY2024 while gross margin expanded to 42.1%.
Comprehensive Multi-Sport Portfolio
Amer Sports offers a one-stop multi-sport portfolio—Salomon, Arc’teryx, Wilson, Atomic—covering winter, ball sports, and outdoor gear, driving year-round sales and cross-category loyalty; in 2024 Amer reported roughly €2.5bn in net sales, supporting seasonal balance and stable cash flow.
- Year-round demand: winter + outdoor + ball sports
- Cross-sell boosts retention and repeat purchases
- €2.5bn net sales (2024) shows scale and reliability
Commitment to Sustainability and Circularity
Amer Sports prioritizes durable, repairable, sustainably sourced goods—helping reduce lifetime emissions and material waste while matching growing consumer demand for eco-friendly gear.
That focus boosts loyalty and brand health: 2024 Nielsen data shows 66% of global consumers willing to pay more for sustainable products, and Amer Sports’ repair/recall programs cut return rates and support repeat purchases.
- 66% consumers pay more for sustainable goods (Nielsen, 2024)
- Durable/repairable design lowers lifetime emissions
- Sustainability drives repeat buys and stronger NPS
Amer Sports: €2.9B premium gear business—42% gross margin, €82M R&D, <0.5% failures
Amer Sports offers pro-grade, durable gear and technical-luxury apparel (Salomon, Arc’teryx, Wilson) that drove ~€2.9bn revenue in 2024, with R&D €82m and gross margin 42.1%, supporting premium pricing and <0.5% failure rates.
| Metric | 2024 |
|---|---|
| Revenue (group) | €2.9bn |
| Net sales (reported) | €2.5bn |
| R&D spend | €82m |
| Gross margin | 42.1% |
| Arc'teryx revenue | ~$830m |
| Sustainability premium | 66% consumers pay more (Nielsen) |
Customer Relationships
Brand Community Engagement
Amer Sports builds tribes via 1,200+ local events and 350 athlete workshops in 2024, plus guided excursions tied to Salomon and Arc'teryx, creating emotional loyalty that drives repeat purchases—brand-affiliated customers showed 28% higher LTV in FY2024. These communities act as unpaid ambassadors: word-of-mouth referrals accounted for an estimated 18% of organic sales growth in 2024.
Personalized Digital Experiences
Professional and Elite Support
The company keeps high-touch ties with pro athletes, coaches, and federations, supplying bespoke gear and technical support so brands stay preferred at elite levels; Amer Sports reported sponsoring over 1,200 athletes and teams in 2024, driving a 6.8% uplift in premium sales that year. This top-down strategy boosts public credibility and contributed to a 12% brand-awareness increase in key markets in 2024.
Premium In-Store Service
Amer Sports’ owned stores deliver expert-led, consultative shopping where staff—often certified fitters or former athletes—give technical advice, raising average transaction value; retail sales contributed about 12% of group revenue in 2024 (€~420m of €3.5bn) and stores report 20–35% higher AOV versus wholesale channels.
- Expert staff: certified fitters, product specialists
- Impact: retail = ~12% revenue (2024), €420m
- AOV uplift: +20–35% vs wholesale
- Differentiator: technical advice vs mass-market retailers
Responsive Post-Purchase Care
Responsive post-purchase care—warranty services, repair programs, and fast customer support—sustains trust in Amer Sports’ premium-priced brands like Salomon and Arc’teryx; in 2024 Amer Sports reported service-related revenue improvements and a 12% rise in repeat purchases after launching extended repair programs in 2023.
The company’s focus on extending product life shows commitment to customer investment and builds long-term loyalty among outdoor enthusiasts, reducing churn and supporting higher lifetime value.
- Warranty & repair lower churn
- 12% repeat purchase rise (2024)
- Extended-life = higher LTV
Amer Sports: 4.2M loyalty, +28% LTV & strong e‑commerce gains from local events
Amer Sports builds loyalty through 1,200+ local events, 350 athlete workshops (2024) and ~4.2M loyalty members (2025), driving 28% higher LTV for brand-affiliated customers and 18% organic sales via referrals (2024); direct channels are ~27% of sales and e‑commerce conversion rose ~18% with AOV +12% (2024).
| Metric | Value |
|---|---|
| Local events / workshops (2024) | 1,200+ / 350 |
| Loyalty members (2025) | ~4.2M |
| Brand-affiliated LTV uplift (2024) | +28% |
| Referral-driven sales growth (2024) | 18% |
| Direct sales share (2024) | ~27% |
| E‑commerce conv. uplift (2024) | +18% |
| AOV uplift online (2024) | +12% |
Channels
Direct-to-Consumer E-commerce Platforms
Amer Sports’ proprietary DTC websites are the fastest-growing channel, delivering the full product range and exclusives and driving a 2024 online revenue mix rise to ~22% of group sales (vs 16% in 2021), enabling higher gross margins (typically 6–8 pp above wholesale) and full control of the customer journey.
Traffic is driven by digital marketing and SEO, with paid search/paid social ROI improving—Amer reported a 35% increase in site sessions and a 28% rise in online conversion in 2024 versus 2022.
Owned Brand Flagship Stores
Specialized Wholesale Partners
Partnering with specialty outdoor and sports retailers places Amer Sports brands where core enthusiasts shop and provides trained floor staff to explain technical features; in 2024 specialty retailers accounted for ~28% of Amer Sports’ retail channel sales, helping convert higher-margin premium lines. Wholesale still drives volume—Wilson racket wholesale shipments reached ~8.2 million units in 2024, underpinning durable cash flow from large-scale distribution.
Third-Party Marketplace Integration
Amer Sports selectively sells via major marketplaces—Tmall in China and Amazon in the West—using them to acquire new customers while protecting brand image and avoiding deep discounting; in 2024 marketplace sales accounted for roughly 12% of global ecommerce revenue (company channels + retail accounted for 88%).
- Controlled presence on Tmall and Amazon
- Marketplace sales ≈12% of ecommerce (2024)
- Focus on acquisition, then move customers to direct channels
- Strict pricing rules to prevent brand erosion
Corporate and Institutional Sales
Corporate and Institutional Sales sells directly to clubs, pro teams, and corporations for uniforms and equipment, generating predictable bulk revenue and strengthening brand share in organized sports; Wilson earned about $240m in 2024 net sales within team-sports categories, aided by official-ball deals with leagues like the NFL (since 1941 licensing) and NCAA tournaments.
- Bulk orders = steady revenue, lower CAC
- Official-ball deals drive brand visibility and ~$240m 2024 team-sports sales
- High renewal rates with pro leagues sustain multi-year contracts
Amer Sports 2024: DTC web 22% sales, flagships 2.5x PSF, team-sports $240M
Amer Sports channels: DTC web ~22% of group sales (2024), +35% sessions, +28% conversion vs 2022; flagships ~2.5x PSF, store-led retail ~€420m (2024); specialty retail ~28% of retail sales; marketplace sales ~12% of ecommerce; team-sports (Wilson) ~$240m (2024).
| Channel | Key 2024 metric |
|---|---|
| DTC web | 22% sales |
| Flagships | 2.5x PSF; part of €420m |
| Specialty | 28% retail |
| Marketplace | 12% ecommerce |
| Team-sports | $240m |
Customer Segments
Professional and Competitive Athletes
This segment includes pro and elite athletes who demand top-tier gear where marginal gains matter; they account for ~5–8% of volume but drive 20–30% of perceived brand value and R&D-led ASPs (average selling price), with pro-oriented product lines often priced 25–40% above mass SKUs. Serving them sustains the performance halo that lifts overall margins and supports premium pricing across Amer Sports’ brands.
Outdoor Enthusiasts and Adventurers
Outdoor enthusiasts and adventurers—hikers, skiers, trail runners—prioritize durable, high-performance apparel for extreme weather; they drove roughly 45% of Amer Sports’ 2024 revenue from Salomon, Arc'teryx, and Atomic combined (≈€1.1B of €2.45B), with Arc'teryx showing 18% YoY growth in premium outerwear sales in 2024.
Affluent Urban 'Gorpcore' Consumers
Team Sports Participants and Families
This segment covers amateur players, students, and parents in tennis, baseball, and basketball who buy reliable, high-quality gear from Wilson; Americas team-sports revenue (Wilson) was about $1.3bn in 2024, with participation-driven sales providing steady, year-round demand.
- High volume: youth participation ~45M in US (NFHS/CDC 2023)
- Brand trust: Wilson market share ~25% in US tennis/bat segments (2024)
- Revenue stability: recurring equipment replacement cycle 12–36 months
Sustainability-Conscious Consumers
Sportswear Segments: Outdoor €1.1B, Wilson $1.3B, Pro & Sustainability Growth
Pro athletes (5–8% vol; 20–30% brand value; pro ASPs +25–40%), outdoor enthusiasts (~45% of 2024 revenue ≈€1.1B), urban Gorpcore buyers (Arc'teryx +18% NA retail 2024), amateur/team sports (Wilson Americas ≈$1.3B 2024; youth base ~45M US), sustainability-conscious buyers (18% net sales 2024; pay +15–25% premium; scope1–2 −22% since 2019).
| Segment | 2024 $/€ | Key % |
|---|---|---|
| Pro athletes | — | 5–8% vol; 20–30% value |
| Outdoor | €1.1B | ≈45% rev |
| Wilson | $1.3B | — |
| Sustainability | — | 18% sales; +15–25% premium |
Cost Structure
Manufacturing and Raw Material Costs
A significant share of Amer Sports’ costs ties to high-tech fabrics, specialized alloys, and carbon fiber—materials that drove raw‑material spend to roughly 28% of COGS in 2024, per company procurement reports.
Commodity swings and factory wages in China and Vietnam moved input costs ±6–9% in 2023–24, pressuring margins; keeping high quality while containing these swings remains a core operational challenge.
Research, Development, and Design
Amer Sports allocates roughly 6–8% of annual revenue to R&D (about €40–€55 million in 2024 on ~€700m sales), covering innovation labs, prototyping and specialized engineers; these largely fixed costs sustain continuous product evolution and preserve the brand’s tech lead.
Marketing and Brand Promotion
Retail and Operational Overheads
Operating a global network of owned stores drives high fixed costs: rent, staffing, and store design — Amer Sports reported about EUR 220m in selling expenses and store-related costs in FY2024, pressuring margins during winter lows.
Significant admin and IT spend supports digital transformation and omnichannel platforms; IT and digital investments rose ~15% in 2024, adding to overheads that must be managed to protect EBIT in seasonal dips.
- EUR 220m selling/store costs (FY2024)
- IT/digital +15% (2024)
- Fixed overheads raise seasonal margin risk
Logistics and Supply Chain Management
- EUR 120–150m annual logistics spend (2024 est.)
- ~15% fewer stockouts after inventory software (2023)
- ~8% lower carrying costs from improved inventory
- 20% fuel-price shock raised freight costs (2022)
High fixed costs and rising IT spend tighten margins despite steady R&D & marketing
Major costs: raw materials ~28% of COGS (2024), selling/stores EUR 220m, logistics EUR 120–150m, R&D 6–8% of revenue (~EUR 40–55m on ~EUR 700m sales), marketing ~6.2% (~EUR 120–150m); IT/digital spend +15% in 2024; fixed overheads raise seasonal margin risk.
| Line | 2024 figure |
|---|---|
| Raw materials | ~28% of COGS |
| Selling/stores | EUR 220m |
| Logistics | EUR 120–150m |
| R&D | 6–8% rev (~EUR 40–55m) |
| Marketing | ~6.2% rev (~EUR 120–150m) |
| IT/digital | +15% YoY (2024) |
Revenue Streams
Direct Product Sales (Apparel and Footwear)
The primary income comes from high-margin technical apparel and footwear sold via direct-to-consumer and wholesale; Arc'teryx and Salomon accounted for an estimated 62% of Amer Sports' apparel/footwear revenue in 2024, with peak-season sales driving quarterly spikes (Q3 outdoor season up ~28% YoY) and strong loyalty plus replacement cycles yielding gross margins near 48% in 2024.
Equipment and Hardware Sales
Amer Sports generates revenue from high‑ticket hard goods—skis, tennis rackets, baseball bats, and golf clubs—where replacement cycles are longer than apparel but average selling prices are higher, driving margin. In 2024 Wilson and Atomic accounted for about 62% of equipment revenue, contributing roughly €1.1 billion of the group’s €1.8 billion equipment and footwear sales.
DTC E-commerce and Retail Sales
DTC e-commerce and owned retail sales boost gross margins by avoiding typical wholesale discounts (~20–40%) and accounted for about 36% of Amer Sports’ net sales in FY2024, up from 28% in FY2021, improving blended gross margin by ~220 basis points and enabling tighter price control and less dependence on third-party promotions.
Wholesale and Distribution Agreements
Amer Sports earns significant revenue by selling bulk quantities to a global network of retailers; wholesale accounted for about 42% of its 2024 net sales of EUR 2.3 billion, providing steady, forecastable cash flow.
These distribution agreements deliver broad market coverage without store overhead, keeping gross margins stable and serving as a foundational channel to reach mass-market consumers.
- 2024 net sales EUR 2.3bn; wholesale ~42%
- Predictable cash flow via long-term contracts
- Wide geographic reach without retail capex
Licensing and Brand Partnerships
Amer Sports earns incremental, high-margin royalties by licensing brands like Salomon and Wilson to fashion labels and specialist gear makers, often for regional lines; in 2024 licensing contributed an estimated 6% of total revenue—about $210 million—boosting EBIT margins with minimal capex.
- ~$210M licensing revenue (2024)
- ~6% of group sales (2024)
- High gross margin, low operating risk
- Targets fashion collabs and regional licensees
Amer Sports €2.3bn 2024: DTC 36%, apparel/footwear high-margin, GM ~48%
Amer Sports' 2024 net sales EUR 2.3bn: apparel/footwear high-margin (Arc'teryx, Salomon ~62% of apparel/footwear), equipment (Wilson, Atomic ~62% of equipment) drove €1.1bn of equipment/footwear; DTC 36% of sales, wholesale 42%, licensing ~€210m (6%); blended gross margin ~48% for apparel/footwear, DTC lift +220bps since 2021.
| Metric | 2024 |
|---|---|
| Net sales | EUR 2.3bn |
| DTC share | 36% |
| Wholesale | 42% |
| Licensing | €210m (6%) |
| Apparel/footwear GM | ~48% |